The UK’s third largest supermarket chain has already been stocking up on festive treats including sweets and chocolate, prompting shoppers to slam that July is far too soon
Alan Johnson Social News Reporter
14:38, 01 Aug 2025
Christmas stock is back in Asda (stock)(Image: georgeclerk via Getty Images)
It’s often said that Christmas seems to come earlier each year, and this certainly seems to be the case in one supermarket where festive goodies were spotted on the shelves in July. UK Newest Foods, a social media account dedicated to sharing the latest sweet treats available in stores, posted a video from Asda showcasing an array of Christmas confectionery.
“Christmas in July at Asda as Christmas food is starting to arrive!” the account announced in a TikTok video posted yesterday (July 31). UK Newest Foods took viewers down the sweets aisle, highlighting the festive offerings. Starting with gingerbread-flavoured Malteser Mini Reindeers share bags, they also showcased packets of Haribo Merry-Mix and Cadbury Mini Snow Balls.
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More Mini Reindeers followed, this time in mint flavour, while it appears Asda is also well-stocked with Haribo Elf Surprises and bars of Cadbury Dairy Milk Winter Mint Crisp.
Tubs of Quality Street and Celebrations have also made a comeback, the size of which will undoubtedly spark debate in the coming months as it does every year.
The clip from UK Newest Foods prompted hundreds of TikTok users to express their surprise, with one commenting: “So wait? Halloween stuff is out? Easter stuff is still out? Christmas stuff is out? Have we all just collectively given up trying to judge the passage of time or…?”
Another added: “Oh I’m struggling with Halloween, done my peace with autumn. But I draw the line at Christmas. It’s July.”
A third person remarked: “I can see people be bored of seeing this by September.”
While a fourth TikTok user hit out: “This just shows how commercialised Christmas is. It’s f***ing July.”
Others, however, welcomed the early arrivals, arguing it helps Brits plan their finances more efficiently ahead of Christmas.
“I think it’s great stores put stuff out early because the high in demand stuff always goes so quickly and those looking to buy on a budget can add things to their weekly shop in the run up to Xmas,” one person explained.
A second individual agreed: “Great for people who need to budget they can start early.”
A third happy shopper concurred: “It’s always fun to see Christmas come early! The holiday treats look delicious already.”
While a fourth quipped: “I buy it in advance to budget, but I have no self control so eat it all and have to re-buy it all!”
Earlier this year it emerged that Asda, which is the UK’s third largest chain, witnessed a sales decline of 5.8% during the 2024 festive period, according to data from the analyst firm Kantar.
Statistics showed that Asda was the only major UK supermarket to fare worse compared to the previous year. Spending in Asda stores dropped to £4.59billion in the 12 weeks to December 29 – down from £4.87billion in 2023.
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